THE NEW GENERATION OF AI PRODUCTION?

Keeping Models And Actors Front And Centre In The New Generation Of AI Production

Artificial intelligence is changing the way content is created. As brands look for more content, greater flexibility and new ways of working, the production industry is entering a period of significant change.

For models and actors, this raises important questions around image, voice, likeness, consent, usage and payment. At Sandra Reynolds, we believe that talent should remain at the centre of this conversation.

We are one of the founding agencies behind Digital TwinSets™, a new approach designed to help shape a more responsible future for AI-assisted production, where models and actors remain protected, fairly compensated and in control of how their identity is used.

A Practical Approach To AI Production

Digital TwinSets™ was created by our Managing Director, Tessa Dewing, as a practical framework that can be used by agencies and clients navigating the changing landscape of AI.

The aim is to give brands the flexibility and content opportunities they need, while ensuring talent has:

      – Clear consent over how their likeness is used

      – Agreed usage terms and licensing

      – Appropriate fees and royalties

      – Continued representation and support

      – Control over where and how their digital assets are used

Rather than replacing the relationship between clients, agencies, models and actors, Digital TwinSets™ is designed to create a responsible way of working with real talent in AI production.

Understanding The Opportunities And Protecting Talent

Tessa has been researching AI developments for some time, speaking with industry experts, production companies, model agents around the world, brands, technology specialists and others introducing AI into their workflows.

Through these conversations, the team have been developing a clear approach that considers the key areas that matter most:

     – Consent

     – Creative control

     – Quality of output

     – Usage rights

     – Payment

     – Accountability

AI is developing quickly, and it is important that models and actors understand both the opportunities and the risks.

What Should Models And Actors Look Out For?

As AI becomes more common within production, it is increasingly important to understand exactly what you are agreeing to when signing contracts, release forms or platform agreements.

Be particularly careful if an agreement asks for permission to:

     – Scan your face or body

     – Create a digital version, avatar or “digital twin” of you

     – Clone or reproduce your voice

     – Alter, generate or recreate your appearance or performance

     – Use your images, footage or recordings for AI or machine learning purposes

     – Train an AI system using content featuring you

     – Reuse your likeness for future or unspecified content

     – Transfer or sublicense your data or likeness to another company

     – Use your content indefinitely, worldwide or “in perpetuity”

These terms may not always appear clearly. They can sometimes be included within longer release forms, booking agreements, casting platforms or app terms and conditions.

Do not assume an AI clause is standard simply because it appears in a contract.

Before Signing Anything, Ask Questions

Models and actors should always understand:

     – What is being created?

     – Who will have access to it?

     – How long can it be used for?

     – Where can it be used?

     – Will additional fees be paid?

     – Can the content be transferred or licensed to another company?

We recommend not signing agreements containing AI, synthetic content, digital replica, scanning, voice cloning or machine learning wording without understanding exactly what they allow.

If you receive a contract or release form that you are unsure about, send it to your SR booker first.

Our team are keeping up to date with developments in this area and can help explain what is being requested, what questions should be asked and whether additional fees or agreements may be needed.

If You Are Offered Work Directly

If a client approaches you directly, you are always welcome to speak to us before agreeing terms or signing anything.

Sandra Reynolds can manage direct bookings on your behalf at a reduced commission rate, including jobs introduced through your own contacts, social media or previous clients.

Where needed, we can help review terms, negotiate the booking, confirm usage and ensure everything is clearly agreed from the beginning.

Keeping Talent In Control

Every Digital TwinSet™ will be professionally created, approved by the talent and held within a secure platform designed specifically for licensed AI production.

Assets will be digitally protected, with clear controls around access, release and usage. No TwinSet will be made available to a client or production company until the proposed use, fees and contractual terms have been agreed.

Creating a TwinSet does not give anyone permission to use your image, voice, movement or likeness.

You remain represented. Your agency continues to manage the booking. You retain control over where, how and for how long your likeness is used.